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iHeart Launches Rumba 106.9 Jacksonville

Rumba 106.9 W295AZ Jacksonville Project Enrique SantosiHeartMedia has launched Spanish CHR “Rumba 106.9” W295AZ Jacksonville Beach/WQIK-HD2 Jacksonville FL at midnight tonight.

The new format will replace Alternative “Project 106.9“, which had debuted in January 2016. The station will feature the syndicated Enrique Santos Show based at sister “Tu 94.9” WZTU Miami in mornings from 6-10am following its 10,000 songs commercial-free launch.

W295AZ registered a 0.2 share in the December 2016 Nielsen Audio ratings with its commercial-free Alternative format and the Elliot In The Morning show designed to chip away at Cox Media Group’s “X102.9” WXXJ. With sister “Rumba 100” WRUM Orlando leading the market with a 12.1 share, iHeart is looking to partially duplicate that in the nearby Jacksonville market.

We first reported on the pending launch on Rumba 106.9 in our 12/20 Daily Domains report in our Premium section. Despite saying in the press release below that the flip will take place at midnight on 1/20, it launched on January 19 at 3:00pm.

iHeartMedia Jacksonville announced today the debut of the new Rumba, #1 Para Éxitos y Música Variada, broadcasted on both 106.9 and WQIK-HD2. The station will launch January 20 at midnight with 10,000 commercial-free songs in a row.

Rumba will broadcast a variety of Spanish Tropical music, including songs from artists including Marc Anthony, Romeo Santos, Nicky Jam, Victor Manuelle and others. Beginning January 23 the station will also feature popular programs including the top rated Enrique Santos Show on weekday mornings from 6 – 10 a.m. The full programming lineup will be announced at a later date.

“I am so excited to bring Rumba to the iHeartMedia Jacksonville family and share our Latin music, culture and heritage with the local Hispanic community of listeners,” said Raymond Torres, Program Director for Rumba 106.9. “We can’t wait to start growing our family and creating community-based projects in our new hometown.”

“I couldn’t be more excited to add Rumba to iHeartMedia Jacksonville’s lineup of radio station brands,” said Nicky Sparrow, Market President for iHeartMedia Jacksonville. “The Rumba format has a proven track record of success among Hispanic listeners, and the appetite for this music and programming is quickly growing in Jacksonville. I’m excited to make Rumba a staple among our Spanish-language community.”

iHeartMedia is a leading media outlet in the Jacksonville market and its content is available across multiple platforms, including its broadcast station; online via its branded digital site; mobile; and social, with nationwide listening through iHeartRadio, the all-in-one streaming music and live radio service – with its more than a billion downloads and 95 million registered users.

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Lance Venta is the Owner and Publisher of RadioInsight.com and a consultant for RadioBB Networks specializing in integration of radio and the internet. Lance has two decades of experience tracking the audio industry and its use of digital platforms.

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